Marketing Trends

Augmented Reality

Where physical and virtual experiences meet

Just over a year ago Pokémon Go exploded onto the international scene. Streets around the world became crowded with smartphone-carrying people of all types, on a mission to “catch em all”. The idea of merging fantasy with reality and capturing monsters in the real world through your phone was just too unique and exciting to resist.

The success of Pokemon Go demonstrated the value of Augmented Reality and its potential as a platform for consumer engagement.

Hundreds of advertising messages are being pushed upon us every day, and people are becoming desensitized to traditional advertising methods. Over the past few years, brands have been making headway in Augmented Reality, and have used this technology to market themselves to audiences in a fresh and innovative way.

Customers are loving AR integration and businesses are taking note. Here, we take a look at 5 innovative examples of AR in marketing:

1) IKEA

IKEA launched an app with an AR functionality allowing customers to visualise products and fixtures inside their home before they make a purchase. The app displays the product in real size and allows you to reposition the items to any angle, giving the customer an accurate representation of how the product will look in their home.

2) Converse

The Converse Sample App uses AR to allow customers to virtually try on any shoe from the catalogue, simply by pointing their smartphone at their foot. Customers are even able to make a purchase directly through the app, making the buying process that much easier.

3) Sephora

The cosmetics retailer introduced an AR functionality on its app called “Sephora Virtual Artist”. This feature scans the users face using 3D facial recognition, and allows them to virtually try on their range of cosmetic products, and move with their digital makeup in real time. If you are happy with the way the product looks, you can purchase it directly from the app.

The Future of AR

It looks like AR is moving to the mass market, with companies such as Apple and Facebook showing a commitment to the technology.

Apple’s three latest phones, the iPhone 8, 8 Plus and X are all built to support Augmented Reality. Additionally, Facebook CEO Mark Zuckerberg has demonstrated his interest in AR, claiming:

“Over time, I think [augmented reality] will be a really important technology that changes how we use our phones and all our technology,” Zuckerberg said. “This is the type of technology we love to build”.

Its official: AR is a powerful tool which has the potential to revolutionise digital marketing. By bringing together physical and virtual experiences, brands can give their customers immersive and personalised experiences that can drive engagement to a whole new level.